Trends Report

Brief: Asia Pacific Firms Measure The Wrong Social Metrics

Marketers Must Align Social Marketing Objectives To Business Outcomes

January 15th, 2015
Clement Teo
With contributors:
Frederic Giron , Nate Elliott , Abhinav Dhruwa


Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and engagement. Marketers need to measure social's impact on key business objectives instead. This report helps marketing leadership professionals find the right metrics to measure the true impact of their social media efforts, taking into account the customer life cycle and journey, and describes how marketers must map their social marketing efforts to this framework.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.